If your ads aren't effective maybe they don't offend anyone...

"making sure that no one is offended" is how the typical business owner will critique ads that are presented to him for review. "Gosh, this could offend single females, don't you think?" "This ad makes us sound overconfident and people hate arrogance." "I don't like this slang phrase you used. Remember when we said ain't' on the radio and that English teacher wrote us that nasty letter about how we were contributing to the decline of civilization and that she would never shop with us again and that she was going to tell all her friends not to shop with us anymore?" (That really happened. I'm not making it up.)--from Roy Williams' lastest "Monday Morning Memo"

Now don't get me wrong I don't think Roy is proposing going to the lengths to offend like Gary Halbert but the age of political correctness seems to have denudate the will of many marketers to craft an effective selling message.

Take care,

Mike Winicki

It's very important to write your ad copy the way you would talk, and I don't know many people that talk totally PC. And for those that do it would make for some pretty dull reading, doncha tink (yes, I know it's misspelled...is "misspelled" misspelled?).

Yes, Gary Halbert goes a bit too far sometimes but this works for him. It's important to stand out in your ad copy and what better way than to raise an eyebrow or two. I'm not suggesting you try to offend, of course not. But what I'm saying is if your message is best relayed with a certian catch phrase, funny cliche, or slang, don't worry about Grandma and Father Bill being offended, rather, be happy that you got most of your visitors to keep reading.

I personally skim most sites because of their cookie-cutter-like ad copy 'cause it's just dry and dull. But, when I come to a site that speaks to me through their typed words I read it and enjoy the read. What a good way to make a sale, have the people enjoy reading your copy. When was the last time you enjoyed reading ad copy?


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